Download MK 4468 INTEGRATED MARKETING COMMUNICATION

DEREE COLLEGE SYLLABUS FOR: :
US credits 3/0/3
MK 4468 INTEGRATED MARKETING COMMUNICATION CAMPAIGNS – LEVEL 6
UK CREDITS: 15
PREREQUISITES:
MK 2030
MK 2050
MK 3159
MK 3135
MK 3131
CATALOG
DESCRIPTION:
Integration of all promotional methods including advertising, sales
promotion, personal selling, public relations, direct marketing, etc
to develop a complete marketing communications program.
Promotional theory and tools to synthesize promotional programs
for greater marketing effectiveness.
RATIONALE:
Integrated Marketing Communications unifies all promotion tools
in order to send target audiences a consistent, persuasive message.
Senior-level and functional managers are increasingly concerned
with devising communications strategies that maximize company
resources. With global competition, technological advances, and a
more informed consumer, marketers are demanding more
efficiency, an image that can be transmitted globally, and a more
powerful communication impact. An integrated communication
program contributes to these goals by coordinating and evaluating
a strategically designed promotion mix. This practice is of interest
not only to future professionals in large multinationals but also to
smaller, cost-conscious companies.
LEARNING OUTCOMES:
Fundamentals of Marketing
Principles of Marketing
Consumer Behaviour
Marketing Communications
Building Marketing Value Proposition
As a result of taking this course, the student should be able to:
1. Discuss and evaluate conceptual models of integrated
marketing communication.
2. Critically use knowledge to integrate promotional tools for
the development of an IMC process, including strategy
development, use of communication media, the development of
the creative product and the evaluation of the communication
plan
3. Make use of information technology effectively to
communicate information and present a comprehensive IMC
plan.
METHOD OF TEACHING AND
LEARNING:
ASSESSMENT:
In congruence with the teaching and learning strategy of the
college, the following tools are used:
Class lectures, interactive learning (class discussions,
group work) and practical problems solved in class.
Sample presentations of professional IMC projects.
Case and problem discussions in class that stress IMC
strategy and encourage discussion on key marketing
communication issues.
Special lecture to improve presentation skills.
Office Hours: Students are encouraged to make full use
of the office hours of their instructor, where they can ask
questions on lectures and project concerns, and see their
exam papers.
Use of Blackboard learning platform, where instructors
post lecture notes, assignment instructions, timely
announcements, as well as additional resources.
Summative:
Project (4,500-5.000 words)
Group+ Individual Work: 60/70
Mechanics: 10/70
Presentation of the project
70
30
Formative:
Course Work
Diagnostic tests, interim
evaluations (3) of the IMC
plan to discuss and assess
progress, in-class discussion of
real-life case studies
Students must attend at least
2/3 of formative evaluations
to qualify for submitting final
work for summative
assessment.
The formative course work aims to prepare students for the
examination and the project.
The project tests Learning Outcomes 1, 2.
The presentation tests Learning Outcomes 2,3 with emphasis placed
on 3
INDICATIVE READING:
REQUIRED READING:
SHIMP, T. A. (2010) Advertising, Promotion and Supplemental
Aspects of Integrated Marketing Communications. The Dryden
Press, latest edition.
RECOMMENDED READING:
• BELCH, G. (1998) Advertising and Promotion: an
integrated marketing communication Perspective.Boston, Mass:
Irwin/McGraw-Hill. 6th edition.
• DELMAN, D. (2010) Branding in the digital age. Harvard
Business Review. Vol. 88, Issue 12, p. 62-69.
• KITCHEN, P., ISCHLUM, K., SCHULTZ, D. (2008)
Integrated Marketing Communications: Practice Leads Theory.
Journal of Advertising Research. (December), p. 531-546.
• LUXTON, S., REID, M., MAVONDO, F. (2014) Integrated
Marketing Communication Capability and Brand Performance.
Journal of Advertising. Vol. 44, Issue 1, p. 37-46.
• RIES, A. and TROUT, J. (2001) Positioning, the battle for
your Mind New York: McGraw-Hill.
• SCHULTZ, D. and PATTI, C. (2009) The evolution of IMC:
IMC in a customer driven marketplace. Journal of Marketing
Communications, Vol 15, Issue 2-3, p.75-84.
• SITA, M. and SUSHMA, M. (2010) Managing Dynamism
of IMC - Anarchy to Order Journal of Marketing &
Communication, Vol. 6 Issue 2, p. 29.
INDICATIVE MATERIAL:
(e.g. audiovisual, digital material, etc.)
Ad-Week Magazine, Advertising Age Magazine,
Marketing Week
COMMUNICATION
REQUIREMENTS:
Written term project and other assignments submitted in Word
using appropriate terminology
h. Presentation should be delivered in a professional manner, using
PowerPoint and appropriate communication skills.
SOFTWARE
REQUIREMENTS:
Word, Excel, PowerPoint
WWW RESOURCES:
www.eede.gr (Hellenic Management Association)
www.ekpizo.gr (Consumer Association
www.sde.gr (Association of Greek Advertisers)
www.see.gr (Συµβούλιο Ελέγχου Επικοινωνίας)
www.edee.gr (Association of Greek Advertising)
and Communication Agencies)
www.esr.gr (Greek National Council for Radio and Television)
www.dpa.gr (Hellenic Data Protection Agency)
www.synigoros.gr (The Greek Ombudsman)
www.synigoroskatanaloti.gr (The Greek Ombudsman for
Consumers)
www.aaaa.org (American Association of Advertising Agencies)
www.ipa.co.uk (British Institute of Practitioners in Advertising)
www.instituteforpr.com (Institute for Public Relations)
www.ipra.org (International Public Relations Association)
www.eaca.org (European Association of Communications
Agencies)
www.theidm.com (The Institute of Direct Marketing)
INDICATIVE CONTENT:
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IMC conceptual frameworks
Creating IMC strategy
Selecting target audiences
Setting IMC objectives
Developing the communication plan
Media strategy
Creative strategy
Evaluation plan